MEDIA CHOICE: Emap's Metro Radio's press activity

Tony Harris, a managing partner at Rainey Kelly Campbell Roalfe/Y&R, picks Emap's Metro Radio's press activity in Newcastle in response to Liverpool being named as the European City of Culture for 2008.

"The Geordies have always had to put up with the superiority complex of their Merseyside neighbours - The '74 Cup Final, the Fab Four, Bread and, of course, the 'legendary Scouse sense of humour'.

"So, hats off to Emap's Metro Radio for putting this last one to the test with a great piece of tactical placement in the North East press. Stereotyping perhaps, but you have to applaud a valiant attempt to rejuvenate dented civic pride from the radio station at the heart of Newcastle's community.

"After all, if the victors, currently laughing all the way to the bank, can't be magnanimous then we should surely tell them to 'calm down, calm down' or as the locals might say, 'Haddaway and shite!'"

Client: Metro Radio

Medium: Press advertising in the North East

Media planning: Rob Baker at Naked Communications

Media buying: Derek Manns at Starcom Motive

Creative: Faulds Advertising

Brief: Underline Metro Radio's position as a citizen of Newcastle,

reflecting the disappointment the whole of Newcastle felt when it lost

out to Liverpool to be the European City of Culture for 2008.